Motivators of Sustainable Behavior in Women and Men Entrepreneurs Motivadores del Comportamiento Sostenible en Empresarios Mujeres y Hombres
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Abstract
The objective of this study is to comparatively analyze the influence of altruism, and intrinsic and extrinsic motivation as motivators in the sustainable behavior of male and female entrepreneurs in Mexico. The methodology is quantitative, descriptive, and causal, using structural equations and a multigroup analysis of 522 individuals. The results suggest a predominant influence of altruism in women and intrinsic motivation in men for sustainable behavior, while extrinsic motivation has a negative influence in both cases. The originality of this study lies in the analysis of sustainable behavior from a diversification of subgroups. The findings suggest differences in motivators for sustainable behavior between men and women. Limitations lie in the interpretation of the intrinsic scale for each subgroup analyzed; and in exploring the concept and scope of sustainability in individuals.
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